How The Edit LDN cut through the email noise with SMS

The Edit used Blueprint’s conversational SMS inbox to identify and solve customer queries much more effectively. By texting rather than emailing their audience, they were able to meet Gen Z users where they already were - ie. on their phones. 

The inherent two-way nature of text messages also meant that customers replied to their SMS outreach more readily than easily ignored emails. This allowed the team to build relationships with buyers, answer questions and personally guide them towards their first orders. 

The approach was doubly advantageous. Customers enjoyed a truly hand in glove experience, and Blueprint’s integration with Gorgias meant the team could address all queries using their existing support tool. 

And the results? By messaging their audience one-to-one, the personal shopping team drove a 11% increase in first order conversions.

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Whilst first orders are great, second and third orders are even better. The Edit found those who’d chatted to their team via SMS during their first purchases, were more likely to shop again later. 

This was because they were able to impress buyers with a personalized, luxury shopping experience from the first touchpoint onwards. This led to improved loyalty further down the line. The best customers would even instigate conversations with the personal shopping team via text, to get help on second and third orders. 

For those that needed prompting, Blueprint’s cross sell and replenishment functionality came into play. This allowed The Edit to segment their audience and personalize SMS reorder prompts based on previous purchases. 

With the right customers getting the right messages at the right time, The Edit increased their reorder rate by 19% in 2 months. 

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